Bridging the Paid Search Gap

Bridging the Paid Search Gap
WEBINAR:
April 2, 2014

2© 2014 BIA/Kelsey. All Rights Reserved.
@Invoca #PaidSearchGap
Overview
 Introductions
 The Paid Search Landscape
 The Business of Calls
 The Problem of Call Attribution
 The Solution – Inbound Call Tracking
 And now, speaker introductions
We’ll be tweeting during the
webinar - join the discussion
and send us questions!

 Introductions

Meet the Panelists
 ABID CHAUDHRY
Senior Director of Industry Strategy & Insight, BIA/Kelsey
 Expert on local media and advertising
 Worked with small businesses and
publishers to create new, innovative
ways to advertise and market local
products and services online
 Held various roles within local media
companies, focusing on product
management, marketing and strategy
 Managed both $100M+ product
portfolios and fledgling startup
businesses

Meet the Panelists (continued)
 ERIC HOLMEN
CMO, Invoca
 20+ years experience in SaaS
Digital Marketing
 Former SVP of Marketing & Sales
at Silverpop, President & CMO at
SmartReply
 Multiple patent holder for
marketing processes and
innovations

Meet the Panelists (continued)
 JANELLE LAGUETTE
Digital Marketing & eCommerce Consultant
 Digital Marketing & eCommerce
Consultant
 10+ years in Digital Marketing
 Former Director of Search & Strategic
Marketing at Citrix
 Member Google Tech Council

About BIA/Kelsey
 Information on the Market
 Industry and Market Forecasts, SMB
Research, Consumer Studies, Market Data
 Information on the Competition
 Competitive Intelligence
 Innovation & Best Practices
 Reports, Advisory, Conferences
 Insights & Analysis
 Concierge Service, Advisory & Custom
Research
 Funding
 Investment Banking & Mezzanine Funding
Delivering Services That Drive Growth & Revenue
RESULT
Accelerating our clients’
business growth &
financial bottom line

About Invoca
Integrated & Partnered with Leading
Technology Solutions, Including:
Hundreds of Customers, Including:
Invoca is the Leader in Inbound Call Intelligence
Helping marketers connect the dots between online and offline activity, so they
can make more informed decisions and better optimize their marketing spend

 Introductions

Mobile Searchers Mean Business

DESKTOP
MOBILE
Projected Search Growth for 2014
+84%
-2.4%

Source: Google Adwords, Sept. 2013
Purchase Immediacy Key in Mobile Search
55%
70%of mobile searchers
report they click to
Among purchase related conversions
that result from mobile search,
happen within an hour
of the initial search
call directly from the mobile search
results page on their device

 Introductions

Inbound Phone Calls Significantly
More Valuable Than Clicks
Calls convert at a much
higher rate than clicks and at
a higher average order value
 1-2% of clicks convert to
customers
 30-50% of calls convert to
customers
Education
Home services
Insurance
Financial Svcs
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
What Advertisers Are Willing To
Pay For CALLS vs. CLICKS

 Introductions

Customers Are Calling.
How Does Marketing Measure Them?
 How do you know which
keywords, media & purchase
paths are delivering the best
inbound phone calls?
 How would you know a qualified
phone call from an unqualified
one?
 Can you differentiate between
customers needing support &
buyers looking for information
as a call is coming in?

A Marketer’s Current Toolset
$300 Billion
+
online/offline ad spend driving
30 Billion +
inbound sales calls to
Fortune 5000 advertisers
and SMBs
Bid Management
Tag Management
Google AdWords
Analytics
Marketing
Automation
CRM
Track
ONLINE
Efforts

46.3%
28.3%
12.3%
10.6%
2.5%
0% 10% 20% 30% 40% 50%
Frequently
Occassionally
Rarely
No
Not sure
Track Sources of Business Leads
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and
prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 494

Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and
prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568
Quality Assessment of Lead Sources
33.6%
41.8%
64.3%
38.4%
38.7%
22.5%
28.0%
19.5%
13.2%
0%
20%
40%
60%
80%
100%
Calls Online Form SEM
Poor/Fair/NA Good Excellent
Excellent
Good
Fair/Poor/NA

1 in 5 Calls is High Quality.
Advertisers Need to Know Which Ones.
% of calls from search
for a typical business
21%
52%
8%
19%
Accidental Call
Short Sales Call
Call with basic
information
request
Invoca
Clients Have
Similar
Patterns
Call with Basic
Information
Request High-Quality
Sales Call By
a New Lead
Source: BIA/Kelsey 2012

 Introductions

Call Tracking & Analytics
Programmatic Marketing Automation
Integrations & Synchronizations
Expanded Channel Distribution: Get More
Four Key Components:

Knowing precisely where calls come from – which
exact keyword, ad, channel, and content – and
knowing who the buyer is in their purchase path.
More than call tracking – marketing analytics.
ATTRIBUTION:
Call Tracking & Analytics
Four Components of Value

Optimizing to Death… Literally
AFTER INBOUND CALL INTELLIGENCE
 Revisited old pruned keywords
 Found some where MORE valuable
because they were generating inbound
calls, but disappearing from search
 Returned an immediate pipeline to sales
BEFORE INBOUND CALL INTELLIGENCE
 Tracking tens of thousands of keywords
and long-tail keywords, with phone
number in ad
 ‘Pruning’ keywords when they don’t
perform
Largest tech company in their category: heavy Salesforce.com users

How It Works: Pre-Call
Buyer searches a keyword.
Google search ad appears
with a unique Invoca
number populated directly
into the ad.
Call
Invoca inbound calls
888-675-2007
1
2
3

Once a call starts heading into the funnel over Invoca, we
derive and apply data, run data-dips, score the call, and
determine optimal routing rules.
After the call, we run re-targeting online based on the call
disposition – true multi-channel real-time automation.
INTELLIGENCE:
Programmatic Marketing Automation

Who Gets the Call?
AFTER INBOUND CALL INTELLIGENCE
 Callers are filtered for quality and intent
 Calls are handled differently depending
on hours, geographical location, user
profile
 Best callers speak to sales, faster
BEFORE INBOUND CALL INTELLIGENCE
 All calls transferred to main switchboard
 Delays while caller listens to menu options
 Unqualified callers waste time of sales team
Real-time filtering & routing to match the right callers with the right recipients

Integrated natively, off-the-shelf APIs, and custom
APIs, Invoca delivers two-way integrations with the
widest set of marketing automation, CRM, and
marketing technology partners to complete our
customers true multi-channel marketing.
INTEGRATIONS:
CRM, MA & Analytics

How It Works: In-call
Real-time scoring integration and routing inbound calls
 Scoring
 Detailed Data
 Additional
Qualification
 Salesforce
 Marketo
 Eloqua
 Tealium
 Ensighten
 Marketing Tech
Sync Integrations With:
Routing to the Right Destination
milliseconds
forthecompletetechprocess
Marketer has visibility into the entire process to make informed decisions how best
to optimize their marketing/advertising spend to drive more, better inbound calls.
How It Works: Post-call

Beyond Keyword Tracking…
Completely optimize your Marketing Automation with custom
parameters to follow your users across their entire journey

Over 60,000 publishers already on the platform creating
quality inbound calls for advertisers.
We connect the advertiser to the distribution partners.
EXPANSION:
Channel Distribution

Inbound Call Revenue Calculator
???

Inbound Call Revenue Calculator

How much potential
value from inbound calls
are you missing?
Visit www.invoca.com to request a
demo or call (877) 503-2439.
Your Turn to Try
Invoca Inbound Call Revenue Calculator:
http://www.invoca.com/paid-search-gap

Engaging Going Forward
Upcoming Research & Activities
U.S. Local Media Forecast (2014-2018)
 Comprehensive, 5-year view of the local media landscape
LEADING IN LOCAL: The National Impact - Atlanta | May 7-9
 Examine the latest innovations and digital strategies for targeting local markets
and customers
Save $200 on registration with code: SEARCH
GROUNDBREAKING EVENT FOCUSED
ON
National Brands.
Local Marketing.
Visit www.biakelsey.com to view recent
research, reports and upcoming
conferences or call (800) 331-5086.

How much potential
value from inbound calls
are you missing?
Visit www.invoca.com to request a
demo or call (877) 503-2439.
Q&A
Invoca Inbound Call Revenue Calculator:
http://www.invoca.com/paid-search-gap

THANK YOU
Abid Chaudhry
Sr. Director, Industry Strategy & Insight
BIA/Kelsey
achaudry@biakelsey.com
Eric Holmen
CMO
Invoca
eholmen@invoca.com
Janelle Laguette
Digital Marketing & eCommerce
Consultant
jlaguette@yahoo.com

Bridging the Paid Search Gap

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Mehr von Invoca

Mehr von Invoca (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Bridging the Paid Search Gap

Hinweis der Redaktion